Appointment reflects agency’s growing investment in turning data and AI into decision-ready counsel for clients
NEW YORK — Sept. 2, 2026— As organizations face harder choices, heightened pressure to prove impact and less certainty about what comes next, We. Communications is strengthening its commitment to Intelligence as a core driver of growth and competitive advantage. Today, the agency announced the appointment of Charlie Baldwin to Head ofIntelligence.
As Head of Intelligence, Baldwin will lead the expansion of how We. Communications uses data, human and artificial intelligence, bolstering the agency’s capabilities and working across We.’s global roster of technology, consumer and health clients. He will focus on enabling rapid expansion of intelligence systems that help clients determine what is forming, what is changing and what deserves action when it comes to their businesses and industries.
“We’ve seen it time and again, the most effective solutions emerge when intelligence informs creativity and creativity brings intelligence to life,” said GiGi Downs, Head of We. Studio. “Clients need to know the best course of action; they don’t need 50-slide decks or endless dashboards. Charlie has instilled a new way of operating where intelligence feels fluid, seeping into every part of our business. His appointment reflects both the impact he has had and our commitment to making Intelligence a defining differentiator for We. and our clients in the years ahead.”
“We’re building communications intelligence for the innovator class,” said Baldwin. “Data tells us what’s happening, but it doesn’t tell us what deserves action. The organizations that win today will be those with relentless curiosity and the agility to match. Intelligence doesn’t need to be vast and elaborate. Tuck the infrastructure away. When it’s done right, world-class intelligence fits in your pocket and feels like wisdom.”
Baldwin has been instrumental in transformingWe.’s intelligence capabilities into a business-critical function that helps leaders move through complexity with confidence. Under his leadership, the team has expanded its role from analytics and measurement to powering high-stakes reputation strategies and orchestrating integrated communications planning.
Baldwin has also spearheaded the development of innovative offerings including GEO Compass and Reputation Forecast, helping dozens of clients shift their data investments beyond reporting to insight and counsel that strengthens decision-making and uncovers growth opportunities. He and his intelligence team have elevated We.’s role as a strategic advisor to some of the world’s most ambitious brands, reinforcing the agency’s belief that the future belongs to organizations that can combine technology with the uniquely human insight required to turn information into intelligence and intelligence into action.
Baldwin brings 15 years of experience working both client-side and as a leader at multiple global integrated agencies. Before joining We., Baldwin launched and ran Weber Shandwick’s Performance AnalyticsPractice and worked in data science and analytics at Razorfish.
In his new role, Baldwin will partner closely with Brian Keenan, who recently was named head of data and AI in APAC, to align intelligence strategy across regions. He will report to GiGi Downs, Head of We.Studio.
About We. Communications
We. is a global communications agency helping brands navigate an ever-changing world. We’ve spent decades at the intersection of technology and humanity, translating new innovations into meaningful experiences that connect with people. As change accelerates and expectations evolve, we use our expertise to help brands communicate through complexity to drive connection, understanding and progress. We offer a range of solutions with this in mind, across diverse industries, audiences and stakeholders.
